Safari ITP 2.0 FAQ

Q: What is ITP 2.0?

A: In September of 2017, Apple released an update to Safari browser versions 11 and above to include Intelligent Tracking Prevention (ITP). Apple ITP includes a browser setting called “prevent cross-site tracking” which is set as the default for all impacted browser versions.

Apple is expected to release its latest update, ITP 2.0, in September of this year. The enhancement will impact mobile, tablet and desktop devices (iOS and OS X). ITP 2.0 will prevent cookie-based tracking for transactions that take place on impacted Safari browsers.


Q: How does Safari ITP 2.0 work?

A: The technology disables third-party cookies for domains that use the data for tracking user activity. A positive change for consumers’ privacy and online marketing, Safari’s update confirms what has been foreshadowed for years—the demise of cookies. Because cookies have become the target of ad blockers and privacy focused technologies, pivoting our tracking type will put us in a safe place moving forward as privacy efforts increase.


Q: How will this change impact Pepperjam’s tracking?

A: Disabling third-party cookies eliminated Pepperjam’s tracking functionality within Safari’s browser. We’ve estimated this may impact advertisers’ transaction activity. Therefore, advertisers on Pepperjam will need to perform a tracking update.


Q: How is Pepperjam preparing advertisers for the update?

A: Pepperjam advertisers are strongly encouraged to update tracking with our integration guides. To ensure we continue to capture revenue through Safari, advertisers will need to implement this enhancement which tracks transactions based on click path rather than a cookie.


Q: Do all Pepperjam advertisers need to update their tracking?

A: Advertisers utilizing basic, itemized and dynamic tracking should make the tracking update to avoid revenue loss. While not required, Pepperjam strongly recommends that all advertisers complete the tracking update to avoid tracking issues. Batch advertisers who use Dynamic tracking will need to send in all click IDs related to a consumer’s session, not just the final Click ID, if they wish to continue using dynamic attribution. Guidelines for how to update their batch files with all click IDs will be provided by the Integration team.


Q: What does this change mean for Unity clients?

A: Advertisers using legacy Unity tracking need to update to Pepperjam tracking to avoid tracking losses as a result of ITP 2.0 updates. We recommend implementing Dynamic tracking for Unity advertisers so that they have access to the same features and functionality enjoyed today. To begin this tracking change, open a support request with our Advertiser Integration team at


Q: How can advertisers implement the tracking update?
Integration guides to implement the upgrade for each pixel type are located here:


Q: How does the browser update impact publishers?

A: Without the ability to track orders made through Safari, publishers will not receive commission on transactions that they refer if advertisers fail to implement the tracking update. Publishers will continue to receive commission for transactions referred for advertisers that have completed the tracking updates.


Q: How are publishers responding to Apple’s update?

A: Publishers on our network have made us aware that they will deprioritize advertisers who do not complete the tracking update in Q4 and remove those advertisers from their site.


Q: What is the timeline for Safari ITP 2.0?

A: Although there is no definitive date, ITP 2.0 is set to launch in September or October. We are doing our part in advance by initiating this tracking update and strongly recommending all advertisers complete the upgrade as soon as possible. Proactively completing the tracking update will provide our advertisers with a seamless experience as ITP 2.0 rolls out.


Q: Why is Pepperjam suggesting that I update tracking as soon as possible?

A: Apple has not provided a definitive date for the ITP 2.0 update. Timing for ITP 2.0 is estimated to be set to launch in September or October. Pepperjam is recommending advertisers make tracking updates in advance of the ITP 2.0 update to mitigate any implications of the change.


Q: Where can I access the integration guides with tracking update information?

A: Tracking guides and technical specifications regarding capturing and storing the click ID are updated and available. Please note that there are various guides, and to reference the correct one that corresponds to your tracking type:





Q: My affiliate program tracking is currently configured via a plugin/extension through my ecommerce platform. What do I do?

A: Pepperjam has integrations with the following ecommerce platforms: Magento, Shopify and WooCommerce. The following options are available to users:

  • Shopify extensions are ready to implement and available through these links for new installs and updates for existing users. **ONLY AVAILABLE FOR PROGRAMS ON DYNAMIC 
  • Salesforce Commerce Cloud (formerly Demandware) is the latest ecommerce platform in our partnership ecosystem. All customers on this platform can now implement the LINK Technology Partner Program Cartridge. To download, click “Download Integration” on the left side of our marketplace page.
  • Magento customers have two extensions available to them through Pepperjam: Magento 1 and Magento 2.
  • WooCommerce documentation is available to you here.
  • Install the JavaScript Tag Container. Update your tracking by placing The Pepperjam Tag Container on every page of your site, either by adding it directly to your platform or using an existing tag manager solution. Pepperjam’s Tag Container includes a new JavaScript solution which stores click IDs, returning them in your pixel when it fires if a third-party cookie is not available. Take advantage of the JavaScript solution by following these steps.


Q: I already pass click ID as a parameter on my destination URLs. Why do I need to do anything at all?

A: To avoid negative impact from ITP 2.0, advertisers will need to configure their program to pass the click ID on the destination URL, store the click ID and pass the click ID in the tracking pixel or transactions file to Pepperjam. Doing so will ensure tracking works properly when no cookie is present. Passing click ID on the destination URL alone will not circumvent ITP 2.0


Q: When a transaction is made, should I clear out the click IDs or let them expire on their own?  

A: Expire the click IDs, in accordance with the lookback period, this will ensure that the publisher is credited if multiple transactions are made.


Q: I am not sure how the click ID will populate. Are click IDs read from the cookie/session?

A: Yes, the click ID value should be read from where it is stored and then passed in the CLICK_ID parameter in the tracking pixel.


Q: What is the lookback period?

A: The lookback period is the amount of time that you should store the click IDs to ensure that clicks from the cookie duration period are passed to Pepperjam.

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